2017 ANA Advertising Financial Management Conference Presented by Active International

The annual ANA Advertising Financial Management Conference is the only event of its kind. It brings together top client-side marketing procurement and finance professionals with agency CFOs and other key industry stakeholders interested in efficiencies, cost savings, return on investment, and delivering greater value to organizations. The conference is registered as a sponsor of continuing education with both the Institute for Supply Management and the National Association of State Boards of Accountancy. Post-conference perspectives from attendees at previous conferences include:

  • “It was a great opportunity to benchmark my activities as a procurement professional, learn from others’ experience and gain insight that will directly apply to what I do day-to-day.”
  •  “Best way to meet other professionals in the industry and discuss real world examples and processes to improve everyone.”
  •  “It’s a one-of-a-kind event that provides a great opportunity to meet peers, network, and benchmark."

Conference Chair:

Vikki Rohrer
Global Agency Finance Manager
Ford Motor Company

The hashtag for this event is #ANAAFM.

The ANA is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education (CPE) on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

1. The program delivery method is group-live.
2. The NASBA program level is basic.
3. There are no prerequisites and/or advanced preparation requirements for this conference.
4. The total amount of CPE credits are 15.
5. The NASBA field of study subject area is Business Management and Organization.


Start: Tuesday, May 23, 2017 at 2:00pm

End: Friday, May 26, 2017 at 12:00pm


Manchester Grand Hyatt San Diego
One Market Place
San Diego, CA 92101

The ANA has negotiated a special room rate of $289-$339/night depending on room type. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Tuesday, May 2 2017, after which prevailing rates apply.

Registration Pricing

Early-bird pricing is in effect through 03/24/2017
ANA Associate Gold Associate Silver Associate Individual Non Member
Conference Registration ANA $1,295 Associate Gold $1,295 Associate Silver $1,395 Associate Individual $1,495 Non Member $1,495

Register early to save! Early-bird pricing (save $100) is in effect through 03/24/2017.

For issues processing your registration or other frequently asked questions, please refer to  this page.


In a complex media environment, where consumers migrate seamlessly from one interconnected device to another, how does a marketer keep up? In this session, Geoff Ramsey, co-founder and CIO at eMarketer, will paint a vivid picture of the new consumer journey, covering the latest trends in mobile, social, and video. Geoff will also explore how marketers can improve capabilities for marketing attribution and ROI, re-allocate media dollars to digital platforms and programmatic media, explore new forms of content, and leverage the power of mobile to engage consumers at the right time and place.

Geoff Ramsey (@geofframsey)
Co-founder and Chief Innovation Officer


Marketing must make sure the customer has a proverbial seat in the C-Suite if the brand is to evolve and keep pace with changing market dynamics. Marketers must not only provide a clear vision for the brand's future, they must put analytics to work to speak the language of cross functionality and generate true system alignment.  In this session, you’ll discover how Jack in the Box is evolving their brand to meet customer expectations through vision, strategy, research, and smart analytics.

Frances Allen
Brand President
Jack in the Box


In this session, Greg Revelle, chief marketing officer of Best Buy, will share how Best Buy’s marketing organization helped to transform the company from an emphasis on intuition toward one of automated data-driven customer communications.

Greg Revelle (@RevelleGreg)
Chief Marketing Officer
Best Buy


Jeff Goodby is an icon in the advertising industry; a creative leader who co-founded Goodby, Silverstein & Partners in 1983. The agency has been recognized with numerous awards including Agency of the Year honors from both Ad Age and Adweek and has won 57 Effies over the years for effective advertising. Jeff will share his creative perspective on industry issues, including data, optimizing creative impact, agency compensation, the role of procurement, and transparency.

Jeff Goodby (@JeffBadby)
Co-Chairman and Partner
Goodby Silverstein & Partners


The largest and most influential generation of consumers ever - millennials - are no longer an unreachable audience. While some brands may fear the unknown of the “innovation generation,” the real winners are those who engage and interact with today’s millennial consumers. Millennials are influencing the attitudes and purchase decisions of baby boomers and Gen Xers, and we’ve quantified the financial impact across brands and categories. This provocative presentation will challenge participants to unlearn and reimagine what they thought they knew about the millennial generation.

Jeff Fromm (@JeffFromm)
Partner / Author
Ad Agency Barkley / “Marketing to Millennials”


Over the past 10 years, Peter Stabler, managing director, senior equity research analyst at Wells Fargo Securities LLC, has covered the Internet, digital media, and advertising sectors for investors. Prior to that, he spent 18 years on the agency-side as a media planner/buyer. Using his unique vantage point on the advertising industry, Peter will provide a foundation for the conference, addressing issues including: the health of the agency community, outlook for agency growth/expansion, agency profitability, opportunities in digital media, the impact of transparency, and more.

Peter Stabler
Managing Director, Senior Equity Research Analyst
Wells Fargo Securities LLC


A joint venture model is aligning the way a global house of brands and their agency are improving the go-to-market process for Jaguar and Land Rover. Established as a 50:50 joint venture between Jaguar Land Rover and SPARK44 management, SPARK44 is Jaguar Land Rover’s end-to-end marcom partner. Hear how this new agency management model has delivered greater value, transparency, and accountability.

Kim McCullough
Vice President Marketing
Jaguar Land Rover North America

Ralf Specht
Chief Operating Officer


In June 2016, K2 Intelligence issued a report, commissioned by the ANA, called, "An Independent Study of Media Transparency in the U.S. Advertising Industry." A key finding was that there is a fundamental disconnect in the industry about the basic nature of the advertiser/agency relationship with many agency executives believing that that their relationship to advertisers was solely defined by the contract between the two parties. K2 Intelligence found evidence of situations where some media agencies sought to avoid explicit contract language in order to preserve their ability to retain various types of incentives.

Given this and the fact that the contract defines the commercial relationship between advertiser and agency, the ANA, in conjunction with its general counsel, Reed Smith, has developed a media agency Master Media Planning & Buying Services Agreement, which can be used by advertisers in developing their own agency agreement. This workshop will cover key issues in the advertiser/agency contract, including agent versus principal status, audit rights, and contract governance.

Douglas Wood (@djwood1976)
Reed Smith LLP


Brands have started to look at their production services a little differently. Rather than working through their advertising agencies, brands are beginning to source production internally to great success. In this session, panelists will share their experiences with direct sourcing production, lessons learned, best practices, and advice for brands looking to start direct sourcing production.

Facilitator: Valerie Light
Broadcast Production Manager
Verizon Communications

Nick Felder (@LNFelder)
Group Director, Film Production
Coca-Cola Company


Mary Ann Kirsch
Head of Sales and Marketing Purchasing
Fiat Chrysler Automotive NA


Confirmed speakers:

Lisa Brown
Global Chief Strategy Officer
Active International

Louis Paskalis (@LouPas)
Senior Vice President, Global Media Executive
Bank of America

More to come!

Please note that there will be a First-Time Attendee Meetup on Tuesday, May 23 at 3:00 pm. 

Tuesday, May 23, 2017
2:00pm Registration Opens

4:00pm Pre-Conference

5:30pm Pre-Conference Adjourned

6:30pm Reception

7:30pm Dinner  

Wednesday, May 24, 2017
7:30am Breakfast  

8:30am General Session

10:30am Networking Coffee Break

12:30pm Luncheon  

2:30pm Networking Coffee Break

4:30pm End of General Session

Thursday, May 25, 2017
7:30am Breakfast

8:30am General Session

10:30am Networking Coffee Break

12:30pm Luncheon

3:30pm End of General Session

6:30pm Reception

7:30pm Dinner

Friday, May 26, 2017
7:30am Breakfast

8:30am General Session

10:15am Networking Coffee Break

12:00pm Conference Adjournment

Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.